30 awkward questions about personal branding (y sus respuestas)

The past 15 October I was very well accompanied in the virtual presentation of the book "If you don't contribute, you don't matter" via Linkedin, Twitter and YouTube. Antonio Rasche, Joan Clotet, Victor Candel And Naomi Vico they got something a priori serious and protocol to become an entertaining hour.

If you missed it, you can see it on my channel Youtube.

Naomi organized a Lied where many people in the audience were writing questions. There were some of those questions left in the inkwell., and I pledged to answer them all.

If you're short on time, I'll sum it up for you in a minute:


1- What has been the value proposition that has impacted you the most? 

I have a power: I make taxes disappear.

My friend and coach Terry McLean was hired by a French company to help them decide the right candidate for new CFO (now CFO). Terry was part of the court that evaluated the various contenders.

20 people presented their credentials and the reasons why they should be hired. They had all passed the CV filter and interview, so they were all valid. But they only needed one.

They all repeated the information already on the CV, basically focused on tough competitions. A young-looking boy skipped protocol and simply said a sentence, a Winning Value proposal: "I have a power: I make taxes disappear."

That young man took the trouble before looking at the employer's balance sheets and accounts in the commercial register. And from there he inferred that that company paid excessive taxes. His phrase was liberating, was elected by full agreement of the judges.

2- What mistake have you made with your own brand that you still have a hard time getting rid of? 

Trust me little on my instinct. I have relied excessively on people with strong skills, setting aside their attitudes and values. Connecting is essential, and that's achieved by values and resignation from the "yoism".

3- At what point did you think of writing the book, at 5AM by the mountain watching sunrise?

Well, yes. I recognize myself "ealry bird" and in the early hours is when my mind is more hectic and it's more creative. It's my Zen moment of the day, watching the sun rise is creative therapy.

And not just the idea of publishing. The title of the book also came out another day with another sunrise.

4- What is the 5AM club and what is it for?

We're people we don't get out of the way., that we carry children's meal hours and with biorhythms inverse to the average Spanish population. Those moments, among the 5 and 7 a.m., are our energy recharge.

Many people have become "early birds" after fatherhood or motherhood, discovering that solar hours, the one in Europe and many countries around the world, it's not that bad.

5- What's the strangest thing you've ever been asked about the personal brand?

Once a person, at a recent marketing event, approached me. I didn't know her., and asked me to look at her and tell her what her personal mark was. I almost told him "the rude.", but I chose to tell him my truth: Because of your look and way of dressing, I can't tell you what your personal brand is.. He got mad at me., maybe I expected a supernatural super-power in my eyes. There are questions and questions…

6- What does the greatest interest of professionals look like in the personal brand?

People trust people. Businesses need to change the chip of classic advertising, Invasive, by a policy of highly valued content transferred by its professionals. To manage all this, you need to learn how to manage our personal brand and your cohabitation with the corporate brand.

7- What feedback do you get from your last book?

Little but very good. I understand that it has just been published and I must give time for it to be read, implemented. It's a simple methodology book (the iceberg) but very complete with a lot of parallel work. In fact, we could define it as a manual.

At the moment there are a couple of unpayable reviews on Amazon. My colleague and friend Oscar Del Santo, one of my great mentors at Personal Branding, in addition to a Review, dedicated a Post wonderful to the book. And Victor Candel has made a Review own of a specialist, a little gem.

8- What's the title of your next book?

Emfluencers. I don't count anymore. ;-)

9- Don't we all care?

Yes. But we all chose. And we're left with a, with one (less Mormons, I agree). There is always a subconscious process of choice. Multiple factors are involved, being the first our emotional state of the moment.

Supermarkets bill more when people buy at lunchtime. Stomach sends urgent orders to brain. We all matter, But we all chose... and we all get elected, or not.

10- Where do you think the future of the personal brand is going to 5 Years?

My wish: A Personal Branding subject at schools and universities, where a lot of focus is on self-known, in personal strategy, visibility and coexistence with company brands.

What I think will happen: like coaching. Coaching, In English, means "training", so any minimally trained coach can be a coach. Personal branding is too generic, and is often misused as synonymous with over-exposure on social media. If an urgent certification is not created that requires minimums to practice as a consultant or trainer in personal branding, we'll find chiromancy experts forecasting your personal brand of the future by reaching out to you.

11- What does "If you don't contribute, you don't matter" in relation to other personal brand books?

Focus: The main objective in a personal brand management process (what we know as personal branding) is to identify, develop and learn to project the VALUE we are able to bring to others. That's the horizon of this book.

Inspiration: The book is infested with examples, Testimonies, book and video references that help you understand the medium (personal branding) and the end (achieve specific career goals). 

Perspiration: Following a method, the book offers the fundamental exercises - and its templates- so that a person can self-know, develop a strategy and action plan to carry it out and measure it at all times.

Extras: contains an annex dictionary with about 250 terms related to the personal brand developed by 200 Specialists. There is a book website as a readers' area that offers free downloads and supplementary materials for each section of the book. And also, in a few weeks, the online course and workshop will be launched as complementary or substitute means of the book, and that include the book as a support.

12- What do you care?

Everything it brings me. Whether emotionally, like a sunrise, a well-made salad, a good story, a good song, a coffee with a friend... or more rationally, as good advice, a good book, a good mentor, a journey in which you discover new things...

13- What has been the hardest thing in the process of writing the book? by David Barreda

Create a different structure, something "gamberra", with the presence of a story, of good contexts and some tips that bring value. Everything is made up, so creating is a complex thing when you write. That means you have to figure them out to modify some elements and end up presenting a product that doesn't bore, that hasn't been said before.

It's very tempting., with blank pages ahead, create a compilation of already written content. Especially when you're writing 1.500 articles on the subject. I didn't fall into that trap..

14- What doesn't bring you?

What doesn't make me grow, Vibrate, Laugh. Permanent grievance status. In this I think I'm not very original, I think I agree with most people I know.

15- What common/ordinary Personal Branding action have you done that has become extraordinary?

The extraordinary word is way up. I don't think it's gotten that far.. Maybe in the guild, in "the tribe" I am known for my collaborative spirit. I think competing is the ordinary, and sharing and adding is the extraordinary thing. I've always liked to discover people who contribute and invite them to write on Soymimarca, to integrate into Personal Branding Lab Day, to create collaborative work projects. Together, Multiply.

If you don't contribute, you don't matter. Moments from the presentation
Mounting by Magda Peral

16- Why did you include that definitions section in the book?

I think it's important to define the context in which personal brand management takes place. For example, we're using models born of design thinking, agile, so defining that seems essential to me. And more so if the one who does it is a reference in his field.

As I said a few days ago, the context, The Perspective, help us have a global vision and better understand and make better decisions.

17- Have you turned down a customer? What's been your worst case? What's your biggest achievement? What challenge do you have in mind?

  1. I Rejected to a customer, and some client has rejected me. Life Law, we can't like everybody.
  2. My Worse case was a man who had a good business idea, about online kitchens. He came to Soymimarca and asked us for an analysis of his business model. I told him we wouldn't make a complete business plan for use., of those tochos of 200 Pages. I told him we'd work a business model canvas collaboratively.. Accepted, We did it to him., I still keep it. There were good ideas for value proposition, channel development... We present it, Liked. The next day he called us, said he expected a more complete analysis and that he wouldn't pay us. He implemented to the letter all the ideas we gave him. Of these there are few, But there are.
  3. Achievement: In 2009 I got a manager almost 60 years that had already been rejected by the market found a new opportunity. I worked to position him as "interim manager". He's back in the ring.. He discovered a new way of working, 100% nomadic and targeted, with which he felt most at ease.
  4. Challenge: Working to achieve, along with many other colleagues, a certification in personal branding "comme il faut".

18- What or who inspires you every day?

The people who use the story (Verbal, Visual...) to tell something that might be very complex and rational: Joan Clotet, Naomi Vico, Ivan Diaz, Elena Arnaiz, Andrés Pérez Ortega, Olga Villacampa, Berto Romero & Andreu Buenafuente, David Barreda, Paula Fernández-Ochoa, Celestino Martinez, Amalio Rey, Eva Collado, Antonio Nunez, Alicia Ro, Nilton Navarro, Arancha Ruiz, Xavi Roca, Nancy Vazquez, Francisco Warden, Helena Casas, Oscar Del Santo, Raquel Gomez, Victor Candel, Ylse Roa, Vladimir Estrada, Ted, BBVA and El País's "Learn Together" program, Laura Chica, Antonio Monerris, Neus Arqués, Alex Lopez, Raquel Roca, Cláudio Inácio, William Arruda, Luigi Centenaro, Veronica Sanchez, Hector Jimenez, Tom Peters... (one day I promise a post to put the full list and the reasons why they inspire me).

19- When did you know what the personal brand was? Jordi Clotet

Towards 2007. He had been working on "personal communication" plans for a while. (that's what I called it) for some customers / Person. He shared an office with Linda Reichard, a good friend and ex-colleague at Bassat agency & Ogilvy.

We worked in a very small place without walls. She saw and listened to what I was doing. One day he told me: "what you are doing is called personal branding".

20- What's the feeling you have left after you've written the book? 

There is a part of satisfaction for the work done and another of panic over the response that may be from readers. There's a factor that's often scary for the writer, whether or not the book is sold, but that's actually afraid of the editor, because the writer takes a negligible percentage of the sales amount. I care what it matters, make it useful, to help people in their personal development and personal communication.

It's a feeling of a certain vertigo that reminds me of the roller coaster, and I like the roller coaster.

21- Why the black and white colors of the book? 

The past 26 September, I presented the book on this blog with the title: In a polarized and undifferentiated world, if you don't contribute, you don't matter

Black and white accurately represent the polarization of the world. It seems that you can only be right-wing or left-wing, Madrid or Barcelona, country or beach, red or white wine. The book demands the need to differentiate itself and be able to transmit Value in a world as absurd as this.

22- Who wants Pepe? And who do you love? 

¿Who loves Pepe? is the title of a book with a magnificent account created by Joan Clotet and Salvador de Tudela, published by Empresa Activa at 2011. I'm saying this in case someone missed the presentation of the past 15 October.

I love a lot of people, maybe that's part of the problem. But wanting is nice, and feeling loved is milk. If the question is, would you receive the bullet that goes to someone else? Yes. To Berta, my pretty girl.

23- How to make the need for the personal brand look from the university stage? 

Million-dollar question. It is extremely difficult for someone who has grown up with a Tablet in your hands understand that the Personal Brand goes beyond digital. Of course, there are exceptions. Among my daughter's many friendships, college age, only one person has taken an interest in the book and asked for it.

That's because they perceive the personal brand in a sly way:

  • It's for celebrities
  • It's related 100% with social media

This bias has created real fake-gurus twenty-year-olds of personal brand who appear in Instagram ads uploaded to a Porsche and selling online courses at 3,000 euros that all they teach is to manage ads on Facebook.

The solution? In the answer to the question 10 I'm aiming it. Create a "soft" career management subject from the 12/13 years that include subjects such as self-know-how, the value proposition, strategic models, teamwork, the work of the future, Oratory, management of personal communication (not just online)…

Sounds a little utopian., but some Anglo-Saxon root countries like Australia, the US and its allies in the Middle East have U.S. or UK contemplate it in their plans, sometimes as optional and sometimes integrated into the curriculum.

24- Can you see the other questions? 

Here you have them all. Not one more, not one less. And besides,, with answers.

25- How would you explain to us in a minute what it's like to take out a personal brand book? 

A certain vertigo, as I explained before, but the one that tickles your stomach. Responsibility, Also, since one thing is a novel, and the other is a narrative related to personal development. Deep down, my purpose is to help draw futures, and that's also the one in this book, so I also feel an inner satisfaction of something that's making sense of my life in recent years.

There is also a sense of nudity, in my case and in this book, because I tell personal things that I share with the evolution of my personal brand. And finally, a sense of doubt, why deny it, of whether you're really contributing something new. The final balance sheet, believe it or not, It's wonderful, it's really a lot like having a child.

26- How would you recommend that job counselors work the personal brand of vulnerable "low-skilled" groups? 

It's a big question for Lara Vidal Or Enrique Cejudo, real cracks. Personally I think no battle is lost beforehand. And this collective needs to see tangible and fast results. That's why I'm thinking of a strategic process that includes a multitude of small, easy-to-execute actions. For example, explain real success stories from the people who have achieved them. Something very aspirational.

These people believe more someone who goes through the same situation as an expert. They need to believe it works, and that's easier by the hand of an equal.

27- What do you care? 

Question "repe". See answer to the question 12.

28- Between the black and white of the book, between contributing and importing what do you have left? 

Between black and white there are a multitude of shades of gray and millions of colors, something that today is hard to find because of the very polarization of our society. Between contributing and importing there is a gap that can only be solved with something big: Value.

We have to get in our head that Courage is the key to everything. We are willing to pay for something that offers Value, and we're not for a commodity.

29- How important is the context in which we live in a Personal Branding process"? 

a lot, that without context the value proposition is not well understood.

Imagine you're selling a service that can save a lot of money on an industry's water receipt. You can sell it simply by explaining to your customer that it will save a 15% on next year's light receipt. But you can also tell it by explaining that your client will contribute to cleaner air, will save a 15% will allow you to improve your R&D investments or hire new professionals. The difference is important.

30- Having a child, planting a tree, write a book what else do you have left as an immediate goal?

Enjoy watching my daughter grow up, seeing the tree bear fruit and hoping that the book will enrich and add value to people who may need it. Doing is important, And then it's time to savor.

I hope the answers live up to the questions. Have a nice week.

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4 thoughts on "30 awkward questions about personal branding (y sus respuestas)”

  1. Congratulations on the book!! As soon as I can, I'll buy it..
    I love the idea of implementing the personal brand and everything related to it, from a very young age.
    The same as other "subjects" so necessary today that are not taught or practiced.

    Gradually, there seem to be teachers and educators who are involved in taking an education walk. Because, as we already know, it's obsolete not…the following.

    A hug


  2. Excellent your Guillem answers, you're a benchmark in personal brand, you can't imagine the scope of the information you continuumly provide, from Venezuela we are many people who learn from you every day, thank you and blessings in this and all the projects you start.

    • Thank you very much José Alfredo, you can't imagine how nice it is to read comments like yours, of those that encourage you to follow every day!
      A strong embrace from “the other side”!


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